The number of individuals using peer-to-peer and access-based services through collaborative consumption platforms (CCP) has been grown dramatically for a few reasons. CCP makes consumers convenient because it enables individuals trade directly without contacting each other. Thus, CCP, a digital platform, encourages more consumers to use access-based. CCP is temporal access-based service to a good. A good is usually accessed and traded in the absence of a service provider representative through CCP, and thus, misbehavior can occur and then be diffused into other consumers. Most of CCPs are based on digital platform, which provides participants with space where they can trade. Because the interactions in CCP is usually non-face to face communication and the participants tend to have similar interests and chat with task-oriented and low socio-emotional content, they can feel submerged in a crowd and indistinguishable from others. That is, participants feel like the sense of deindividuation which means to lose all sense of individuality. When participants face misbehavior of multiple previous customers, such deindividuation makes them conform social norm that they think that others do misbehavior as well. Based on social identity theory and deindividuation, this research examines the mediating effect of deindividuation on the relationship between previous misbehavior and misbehavior and the moderating effect of the self-disclosure on the relationship between previous misbehavior and deindividuation.

• Joonheui Bae(Kyungpook National University, Republic of Korea)
• Dong-Mo Koo(Kyungpook National University, Republic of Korea)